We tested the public value of the proposed changes using a combination of quantitative and qualitative methodologies Quantitative methodology Qualitative methodology We ran a 15 minute online survey with 3,281 respondents to We conducted 20 x 2 hour ‘Extended Group’ sessions via Zoom with understand current associations with BBC Three, the appeal of BBC a mix of different audiences to explore and compare reactions, Three launching as a linear channel, and how this might impact from a personal and societal value perspective, to the concept of existing services in the market. BBC Three becoming a linear channel again. In the survey, we explored the following: In the sessions, we explored the following: - Demographics and brand favourability - Linear TV consumption and BBC attitudes - Current TV and video consumption - (S)VOD consumption behaviours, with a focus on BBC Three - BBC Three awareness, usage and perceptions (current) - A BBC Three content evaluation (via BBC Three on iPlayer exploration) - Likelihood of watching new TV channel and perceptions - Responses to the proposal of BBC Three becoming a TV channel - Impact on services currently used (including time taken away from each) - Expected personal and societal impact of the proposed changes - Societal impact of BBC Three launching as a TV channel - Evaluation of proposed changes against BBC Public Purposes 4 The qualitative stage involved 20 x 2-hour extended digital group discussions across the UK with a carefully designed sample 20 x 2 hour Extended Zoom Groups The qualitative sample was designed to ensure a (100 participants) mix of the following across the sessions: 12 x 16-34 - Ages 4 x 16-17 4 x 18-24 4 x 25-34 - Locations 1 x 16-17 1 x 16-17 1 x 18-24 1 x 18-24 1 x 25-34 1 x 25-34 Heavy / mid BBC Heavy / mid BBC Heavy / mid BBC Heavy / mid BBC Heavy / mid BBC Heavy / mid BBC ABC1 C2DE ABC1 C2DE ABC1 C2DE - Socioeconomic profile (ABC1, C2DE) 1 x 16-17 1 x 16-17 1 x 18-24 1 x 18-24 1 x 25-34 1 x 25-34 - BAME relevant to the location Light / non-BBC Light / non-BBC Light / non-BBC Light / non-BBC Light / non-BBC Light / non-BBC ABC1 C2DE ABC1 C2DE ABC1 C2DE - BBC engagement across TV / Radio / Online 8 x 35-55+ - Pay TV and FTA households 4 x 35-54 4 x 55+ 1 x 35-54 1 x 35-54 1 x 55+ 1 x 55+ - SVOD, BVOD and AVOD usage Heavy / mid BBC Heavy / mid BBC Heavy / mid BBC Heavy / mid BBC ABC1 C2DE ABC1 C2DE - Attitudes towards the BBC 1 x 35-54 1 x 35-54 1 x 55+ 1 x 55+ Light / non-BBC Light / non-BBC Light / non-BBC Light / non-BBC ABC1 C2DE ABC1 C2DE 5 Quantitatively, we spoke to a sample representative of the online population, as well as a boost of 16-34 year olds We spoke to 3,281 respondents as part of the quant survey. 1,568 of UK online 16-34 sample these were representative of the UK online population, with quotas population sample (n=2,185) set gender, age, SEG, region and ethnicity. (n=1,568) C2DE 673 978 We also spoke to a further 1,713 respondents aged 16-34, which when combined with the respondents in this age group from the BAME 178 438 main sample, gave us a total of 2,185 respondents aged 16-34. Again, quotas were set on this group to ensure they were Nations 258 310 representative of this age group within the total online population. Non big city 1,156 1,376 Our sample has meant we have robust numbers of typically under- Weak internet 176 434 served BBC audiences, with total base sizes for each shown on the access* right-hand side. *Weak internet access has been defined as those who say it is difficult to stream or download video content on their broadband connection 6 A short showreel was used to give audiences a sense for what the linear BBC Three channel may look and feel like 10 There is a lack of awareness of the BBC Three brand - especially amongst lighter BBC consumers There’s confusion BBC Three’s Ex-channel viewers Driven by historical Unlikely to be able around BBC Three’s relationship with have grown distant channel to think of specific brand identity the iPlayer is from the brand associations BBC Three shows unclear When programmes end up Was Normal People on BBC It definitely went downhill Back then on BBC I’ve watched Bad Education on the main iPlayer Three? Because I watched it when it went online, they Three...there was nothing but for some reason I've homepage, there’s no main through iPlayer, I’m not sure wouldn’t be bringing it back new. I loved Russell Howard's always thought it was on distinction for me if that was through that if it worked online… Good News but there was Channel Four... channel or not? nothing new on 25-34, Heavy/mid-BBC, 55-74, Heavy /mid-BBC, 25-34, Light/non-BBC, Wales Scotland 16-17, Light/non-BBC, North Scotland 18-24, Heavy/mid-BBC, North 14 Audiences become warmer to BBC Three following increased exposure to the variety of content available 16-17 18-24 25-34 35-54 55+ It feels like it’s for the younger It's nice to see There’s a lot more on there This has highlighted to me I could see BBC Three being and older generations, so something targeting a than I thought there was… some of the original content a channel that’s part of my covers both departments. younger audience from the there’s a lot of shows that I from BBC3…it’s made me hierarchy but it certainly The film we saw was quite BBC, I was surprised by how wouldn’t have seen until think I should spend more wouldn’t fit in the top section bold and definitely interested much good-looking content looking through now time checking what’s on at the moment me there was on there BBC Three on iPlayer to see 25-34, Light/non-BBC, South 55-74, Heavy/mid-BBC, North 18-24, Heavy/mid-BBC, North what’s available 16-17, Heavy/mid-BBC, South 35-54, Heavy/mid-BBC, South 22 With favourability rising further once audiences are aware of the proposed changes, building excitement for a BBC Three channel 16-17 18-24 25-34 35-54 55+ I’ve seen the BBC as This will help the BBC image, It makes me think the BBC You have to make a The age groups they’re traditional and for the older in my head BBC was an are making an effort to be conscious effort to go and targeting are already on generation. Bringing this aging entity and getting relevant to young people look for these shows on their iPads and phones, so I channel back shows that it older, this would help bring it and offer something more on iPlayer… A tv channel would don’t think it matters to them can be modern as well in to the modern era trend outside of BBC One help showcase some of whether it’s on the TV or not and BBC Two these shows to people 18-24, Heavy/mid-BBC, North 18-24, Heavy/mid-BBC, North 55-74, Heavy/mid-BBC, North 25-34, Heavy/mid-BBC, 35-54, Light/non-BBC, North Scotland 23 The online population that would watch BBC Three weekly will take time away from other services fairly evenly TV Channel % likely No. of hours Service % likely No. of hours Service % likely No. of hours BBC One 44% 0.35 BBC iPlayer 38% 0.15 Netflix 42% 0.22 BBC Two 40% 0.26 ITV Hub 32% 0.07 Amazon Prime Video 34% 0.16 BBC Four 26% 0.12 All4 27% 0.04 Disney+ 28% 0.07 Other BBC 32% 0.17 My5 19% 0.03 NOW TV 22% 0.04 ITV 50% 0.26 Other free catch up 26% 0.07 BritBox 15% 0.03 ITV2 38% 0.15 Other paid video service 24% 0.05 ITV3 26% 0.09 Service % likely No. of hours ITV4 22% 0.07 YouTube 48% 0.21 Other ITV 24% 0.10 Other video sharing 27% 0.09 Channel4 39% 0.12 E4 32% 0.10 Doing something else 62% 0.30 Other C4 34% 0.12 Channel 5 38% 0.12 Notes: The average ‘likely’ score for services having taken time away from them among Other C5 27% 0.07 weekly BBC Three viewers is 31%. Sky One 31% 0.09 Other Sky 29% 0.09 Hours shown on this slide total the average of 3.90 hours each weekly viewer would watch Other TV channel 31% 0.10 BBC Three channel in a typical week. Base: All in nat rep sample likely to watch the service on a weekly basis (556) 54 Source: D9 – Services taken time away from, D10 – Hours taken away from services Younger audiences are more likely to create time for BBC Three by reducing the time they watch online video services TV Channel % likely No. of hours Service % likely No. of hours TV Channel % likely No. of hours BBC One 43% 0.36 BBC iPlayer 39% 0.16 Netflix 49% 0.34 BBC Two 32% 0.20 ITV Hub 29% 0.07 Amazon Prime Video 39% 0.19 BBC Four 24% 0.13 All4 29% 0.05 Disney+ 32% 0.14 Other BBC 30% 0.18 My5 19% 0.04 NOW TV 22% 0.06 ITV 43% 0.22 Other free catch up 35% 0.11 BritBox 15% 0.03 ITV2 36% 0.16 Other paid video service 29% 0.09 ITV3 24% 0.08 TV Channel % likely No.